During my internship at We Are Social, one of my primary accounts was Microsoft Copilot. My work ranged from rapid-turnaround deck design to contributing creative strategy for national campaigns. Often working under tight deadlines, I redesigned and built 100+ page decks in alignment with Microsoft's brand expression and identity guidelines— directly collaborating with Art Directors and Senior Designers— oftentimes turning around fully redesigned and newly designed decks in just a few hours before client presentation.
For the Microsoft Copilot Back to School Campaign, I collaborated with a team of strategists to ideate around a nationwide campus activation targeting club fairs and recruitment season. I provided strategy and insights to position Copilot as a companion tool for students— differentiating it from other AI tools by leveraging its unique features, such as Pages, and offering a two-month free trial for college students.
Process & Research:
The campaign challenge was clear: Copilot needed to stand out in an increasingly crowded AI landscape while staying true to Microsoft's identity as a productivity-driven brand. My research began by mapping the competitive AI market and understanding how and why college students adopt new technology. I discovered that one of the most overlooked entry points for Copilot was in student leadership and campus organizations— spaces where administrative workload is high. From there, I proposed strategy and insights that tied directly into the student club recruitment process that positioned Copilot as a smart, approachable, and indispensable teammate on campus.
The campaign challenge was clear: Copilot needed to stand out in an increasingly crowded AI landscape while staying true to Microsoft's identity as a productivity-driven brand. My research began by mapping the competitive AI market and understanding how and why college students adopt new technology. I discovered that one of the most overlooked entry points for Copilot was in student leadership and campus organizations— spaces where administrative workload is high. From there, I proposed strategy and insights that tied directly into the student club recruitment process that positioned Copilot as a smart, approachable, and indispensable teammate on campus.
Company: We Are Social
Role: Creative Intern
Skills: Campaign Strategy, Brand Identity Application, Deck Design
Deliverables: Insights & Strategy, Presentation Decks, Visual Identity Adaptations
Role: Creative Intern
Skills: Campaign Strategy, Brand Identity Application, Deck Design
Deliverables: Insights & Strategy, Presentation Decks, Visual Identity Adaptations
WORK UNDER NDA.
